Search engine optimization definition
Search engine optimization involves achieving the highest position or ranking practical in the natural or organic listings as the main body of the search engine results pages across a range of specific combination of keywords or key-phrases entered by search engine users.
As well as listing pages which the search engine determines as relevant for the search performed based on the text it contains and other factors such as links to the page, the also contain other tools which searchers may find useful. Google terms these tools part of a strategy known as Universal or blended search.
The advantages of SEO for marketing
. Highly targeted. Visitors are searching for particular products or services so will often have a high intent to purchase they are qualified visitors.
2. Potentially low cost visitors. There are no media costs for ad display or click through. Costs arise solely from the optimization process where agencies are paid to improve positions in the search results.
Disadvantages of SEO
2. Time for results to be implemented. The results from SEO may take months to be achieved, especially for new sites.
3. Complexity and dynamic nature. The search engines take hundreds of factors into account, yet the relative weightings are not published, so there is not a direct correlation between marketing action and results "it is more of an art than a science". Furthermore the ranking factors change through time.
4. Ongoing investment. Investment needed to continue to develop new content and generate new links.
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